advertising history

Buster Brown Bank

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Pam’s Pictorama Post: I realize that there has been no reason to visit the history of Buster Brown in this blog. Today I will try to do him justice via this bank I purchased recently from my Texan friends, @curiositiesantique via Instagram.

For those of you too young to have owned these shoes (I barely slip into that category with a dim memory of the advertising at the shoe store when I was a tiny tot) the brief history goes pretty much as follows. Back in 1904 in an early advertising coup the nascent Buster Brown shoe company purchased the rights to an existing comic strip character created by Richard Outcault of Yellow Kid fame. Outcault was on the market selling the character and pressed them to additionally purchase the rights to the Buster’s girlfriend which they did – more about her in a minute.

From a Heritage Auction. Not in Pictorama collection.

Interesting to me that Outcault sold the rights to 200 companies at the Louisiana Exposition which is where the shoe company picked it up. Therefore, presumably, there are Buster Brown items or more likely advertising that does not belong to the shoe company. Clearly however the shoe company made the most of their acquisition and a long history of Buster Brown shelling for shoes begins and runs well into the middle of the 20th century and Buster Brown is virtually synonymous with shoes now.

Meanwhile, it should be noted that the cartoonist Outcault was quite the business man when it came to licensing and in 1904 was making $75,000 a year on licenses and employed a small staff to manage them. (If Google is telling me the truth this means he was a millionaire in his day.)

Speciman 1908 hand colored Outcault Buster Brown strip.

However, let’s get back to the shoes. The shoes were so popular that generically a kids shoes might be referred to as their Buster Browns. In addition to items like this bank there was reams of print advertising and purchase point items for stores. Midgets were employed to play Buster, in his unfortunate garb, with cheerful pit bulls enrolled to play his dog Tige. The merchandising for toys was glorious and I spied at least one stuffed Tige online that I covet already. By the time I wandered onto the shoe wearing scene in the 1960’s the merchandising boiled down to some balloons. (There is a vague memory that maybe there was something else, maybe a comic long reprinted but I don’t really remember.)

Buster Brown and Tige in front of a shoe store. The copy of this photo is credited to Mel Birnkrant’s collection although a few exist online.

The shoes had Buster and Tige inside, under your heel and I remember the jingle from early tv in a high pitched voice, I’m Buster Brown and I live in a shoe, that’s my dog Tige and he lives there too.

Buster Brown Shoes sign located in Thomasville, Georgia. It can be found on North Broad Street.

So to my surprise, I learned today that as above Buster Brown had a girlfriend (huh), and her name was Mary Jane – and that is how women’s shoes with the single strap were named Mary Janes and are still known by that term today.

Real Buster Brown Mary Janes. Can be yours on Etsy at the time of publication.

As for this bank, it stands at five or six inches. A trace of paint remains on the face and hands while the red tie remains fairly vivid. This seems to be the most common form of this bank although online I found versions in an overall green and one in red which I can’t decide if it is original or not. The face was the first to go and I can’t say I found it pristine on any of this design. Buster’s hair was painted a light brown and Tige’s mouth was also the vivid red and there were red circles around his eyes.

Back of the bank.

It is a simple bank with a screw in the bottom you would use to retrieve your saved coins. It is small so not like you were keeping a fortune in there. Kim starts to ruminate on restoring it as soon as he looks at it. Evidently it makes him itch to paint it although we know that he won’t – nor should he devote time to such projects when more creative work awaits him. (Although Kim’s next book is scheduled for release early next year he’s already deep into the one after it.)

So now that we have a first Buster Brown item we’ll see how long it is before the next wanders in the door. I am going to be looking sharp for that stuffed Tige.

A Mr. Peanuts for Pam

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Pam’s Pictorama Toy Post: This just in – my first ever Mr. Peanut! He comes via an auction house that sends me endless listings and from which I rarely win anything. (The first item I ever won from them were these nice metal dogs featured in a post here.) On the rare occasion that I do win something, it was because no one else wanted it or was looking at the moment I think and therefore I got it for a good price. I do believe that part of the method of buying from these folks is to actually participate in the live auction but I am almost never able to do that and so, mostly I lose.

I had spotted this fellow in a listing along with a bunch of jointed Felix toys and admired him. Never seen the likes of him. I put a watch on it but expected that like many things (I keep trying to get a deal on cat andirons for the fireplace in New Jersey) it would go high and slip away. In fact, I never got around to putting a bid on it.

However, I was at loose ends the other day and a reminder that the he was going live in the auction. I believe I was feeling a bit burned by something I had just lost on eBay and I thought what the heck and put a live bid in just as the bidding was closing. Low and behold – I won Mr. Peanut!

Nothing much unexpected on his back side. Schoenhut has no markings on these toys but they are very distinctive.

He is an early product of the Schoenhut Toy Company, circa the 1930’s. He is of course, an early example of an advertising to toy crossover. My fellow is missing his cane which would have stuck in one hand. And yes, if I was about 100% handier I could replace it easily! I especially like his blue hat with Mr. Peanut boldly printed! (Was his hat always blue? I think not.) When you look closely at his peanut body you see small black spots to create the peanut shell surface of his body.

Insert jaunty cane here.

What I never knew is that Mr. Peanut was originally conceived of by a 14 year old boy, Antonio Gentile, who won a contest to design a mascot for the company back in 1916. The charming monocle, top hat and spats were added subsequently by commercial artist Andrew S. Wallach. (Fascinating that spats manage to carryover on him – common in 1916 but unheard of now, of course he just appears to be wearing socks.)

  • Original drawings of Mr. Peanut

To jump down a tributary – it turns out that although Antonio Gentile only won $5 for the contest, it was his lifelong friendship with the founder of the company that was significant. Amedeo Obici befriended the boy and helped put him through medical school. He pursued a life of service as a doctor and surgeon. A moving quote from an article in Smithsonian Magazine, evidently published in a newspaper as part of an obituary article (sadly Dr. Gentile died quite young, only a year after getting married) and is summed up below:

For Dr. Antonio Gentile, skilled physician and surgeon, loved by a paying clientele who admired his ability and his personality, was perhaps held dearer to those who were not a paying clientele, whose money was gratitude only but whom he served as freely, as fully and as willingly as though they had been able to return wealth for service. (The full and rather touching article can be found here.) The Smithsonian owns the original drawings and the dapper cast iron version below.

You may be saying to yourself, what’s up with Mr. Peanut and why, given how much stuff I have found over the years, have I long neglected this particular desire. I asked myself that as well, I admit. My interest in Mr. Peanut advertising predates my current collecting passions. The first time I remember seeing an early bit of Mr. Peanut advertising was on a trip to Paris in my 20’s. I saw a nice early metal one and was entranced but it was too dear for my extremely limited budget, but it stayed with me.

Of course I have encountered this and that small item over time but none really spoke to me. I do remember that on American Pickers once they found the giant Mr. Peanut peanut butter producing machine! Oh my goodness, I was in love! I gather one like it was in use and on display in Atlantic City. Shown below, this one hails from a Peanut Shop in Columbus, Ohio. Their site can be found here and it would be absolutely top of my list if visiting Columbus.

From The Peanut Shop in Columbus Ohio.

In looking online at Mr. Peanut items I am reminded that even as a child I very much wanted the Mr. Peanut hand crank peanut butter maker. Alas, this was not the kind of toy that made its way into the Butler house (I can see my mom thinking, complicated and very messy) and I don’t believe I ever had the pleasure of acquainting myself with one via a friend in those formative years.

I believe it was a less impressive version of this figure that made me salivate in Paris those many years ago.

However, if there is a Mr. Peanut item I still long for, it would be that long ago cast iron one in Paris. I found it online and actually, it would appear that it is indeed quite rarified and remains too expensive for me to acquire – certainly in this pristine condition.

Meanwhile, I intend to bring my Mr. Peanut to New Jersey where the heat in the house is less dry than here at Deitch Studio. This in the hopes of keeping his stringing in order. Somehow now that I have acquired him I think more Mr. Peanut may be forthcoming – increasing rather than sated my appetite for this natty fellow.